Why Cash-Pay PT Fails (99% of the Time): You Didn’t Diversify Your Skillset

Why Cash-Pay PT Fails (99% of the Time): You Didn’t Diversify Your Skillset

Most clinicians think cash-pay fails because of marketing, pricing, or “people won’t pay.”
But here’s the uncomfortable truth: cash-pay fails when you deliver the same outcomes as everyone else.

In this episode, Dr. Rhett Polka breaks down why exercise alone can’t fix dysfunction when the root problem is inhibition—and why chasing the next trendy add-on (dry needling, cupping, KT tape, etc.) doesn’t create lasting differentiation.

You’ll learn:

Why common “diversification” is often just a gimmick anyone can copy
How real differentiation creates better outcomes + stronger word-of-mouth
The business math behind sustainable cash-pay (value, time, volume, and results)
Why One80 practitioners stand out in a sea of “corrective exercise + stretching” clinics
If you’re a PT, chiro, or clinician who’s tired of mediocre results and a broken model—this is your wake-up call.

Timestamps:

0:09 Real clinician calls: new-grad PT + massage therapist (same core problem)
1:09 Why exercise can’t reverse inhibition (and can worsen compensation)
2:20 “Diversify or you’ll lose”: what most clinicians get wrong
4:05 Why gimmicks spread fast—and why One80 is harder (and matters)
7:29 The real reason cash-pay PT fails (and what sustainable looks like)

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